A compilation of Aiful commercials: introducing ads with a uniquely captivating world view
Aiful’s commercials became a hot topic in the 2000s with the catchphrase “What should we do? Aiful,” featuring the Chihuahua Kuu-chan.
More recently, commercials with a unique worldview starring Mao Daichi and Hiroki Konno have been airing.
Daichi’s line, “Is there love in that?” is striking, and many viewers can’t help but watch closely.
In this article, we’ll introduce Aiful’s commercials, both old and new.
Be sure to find your favorite one!
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Aiful Commercial Roundup: Introducing Commercials with a Distinctive Worldview (21–30)
AIFUL “Photo Shoot” EditionMao Daichi, Hiroki Konno
This scene shows Mr.
Konno pushing his way into the crowd at a photo session, and Ai calling out to correct his shameless behavior.
At the center of the crowd being photographed is the proprietress dressed in a character costume, who delivers Mr.
Konno his usual line, “Is there love in that?” In response to the proprietress’s full-throttle character performance, Mr.
Konno says, “That’s the best,” reflects on his own conduct, and joins the photo session.
The situation where the proprietress is hugely popular, and even her way of speaking resembles the character, is quite comical.
AIFUL “True Love” ChapterMao Daichi, Hiroki Konno
This is the fourth commercial in the series, featuring a scene where a man visits the proprietress and begs to get back together.
In this tense moment, Konno-san appears and coolly tells the man, “Please leave.
You don’t understand what true love is,” which is just wonderful to watch.
Just when you think she nailed it, the punchline lands as the proprietress quips, “You don’t get it either,” making for an excellent finish.
Aiful ‘Conductor’ EditionMao Daichi, Hiroki Konno
In the fifth installment of the series, the proprietress appears as a train conductor.
On the train, Mr.
Konno is sitting and enjoying a mobile game, while an elderly person stands in front of him.
Unaware and absorbed in his game, Mr.
Konno is admonished by the proprietress-turned-conductor.
Although Mr.
Konno is shocked that she suddenly became a conductor, the commercial ends with a scene of him awkwardly giving up his seat.
Aiful “Beautiful Woman of Artistic Swimming” VersionMao Daichi, Hiroki Konno
While Mr.
Konno is dining at a café and glances at the TV, it turns out the proprietress is being interviewed as an artistic swimming athlete.
The scene conveys his bewilderment well—both at seeing a familiar face on television and at her speech peppered with her usual catchphrase, “Is there love in that?” Speaking of artistic swimming, athletes usually pinch their noses during performance, and the fact that she’s answering the interview in that state is comical.
It’s a cheerful bit where she talks about the importance of love while her pronunciation is impaired, creating an amusing situation that’s hard to fully grasp from context alone.